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In the cradle of couture<\/b>, it is now the logic of the click that reigns supreme. The very name of the brand says it all! A contraction of \u201cShe is in,\u201d<\/b> it promises to keep you permanently \u201cin\u201d the trend, in the flow, in the moment<\/b>. Today, fashion is no longer admired, it is scrolled<\/b>.<\/p>\n
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We fill our closets to compensate for our emotions, which have been emptied of meaning.<\/p>\n
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The philosopher Hartmut Rosa<\/b> showed this in his theory of social acceleration: modernity has made a promise of speed<\/b>. But the more time we save, the more we lack<\/b>. \u201cUltra Fast Fashion,\u201d with nearly 10,000 new designs per day (7,000 for Shein), condenses this race. A frenzy of renewal that leaves no room for contemplation.<\/p>\n
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We live in a society where the gaze is exhausted<\/b>, unable to linger, to feel, to choose.<\/p>\n
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In The Age of Surveillance Capitalism, researcher Shoshana Zuboff<\/b> revealed how digital capitalism transforms our attention into a commodity<\/b>. Every click, every image viewed, feeds a system that anticipates our desires before they even form.<\/p>\n
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Shein doesn’t just sell clothes: it sells distraction<\/b>, an endless stream of reassuring and interchangeable images. It’s the reign of \u201cdisposable reassurance\u201d<\/b>! The more we look, the more we consume and the less we feel.<\/p>\n
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Sociologist Jean Baudrillard sensed it: \u201cIn profusion, the object loses its aura.\u201d In the past, scarcity created value; today, it is attention that has become scarce.<\/p>\n
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Clothing no longer carries meaning!<\/p>\n
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In this world saturated with speed, luxury has a more political role than ever<\/b>. Not by competing with fast fashion on its own turf, but by being its educational and symbolic counterpoint.<\/p>\n
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Luxury can and must restore our relationship with time<\/b>. We must relearn how to desire slowly, to contemplate, to wait. In an era that confuses novelty with value, luxury becomes a school of perception<\/b>: a place where we learn about duration, precision, and memory. It is no longer about dazzling, but about elevating<\/strong>. Luxury is not meant to fuel the frenzy of desirability, but to remind us that beauty requires time and distance.<\/p>\n <\/p>\n <\/p>\n Shein’s arrival at BHV is not just a commercial event. It is a reflection of the present time.<\/strong><\/p>\n <\/p>\n Because ultimately, what is playing out in fashion store windows is merely a reflection of a polarized<\/b> society, torn between speed and emptiness, between appearance and substance, a society that, in its relentless pursuit of what it believes it desires, no longer truly does what it loves. A society that confuses the moment with the essential<\/b>.<\/p>\n <\/p>\n But it is also an opportunity for luxury to reinvent itself<\/b>, no longer as an industry of prestige, but as a pedagogy of slowness<\/b>. Because while fast fashion\u2014and now ultra-fast fashion\u2014captures the moment, luxury creates memory<\/b>. And in this memory of gesture and meaning, it is perhaps France that still has something to teach the world.<\/p>\n <\/p>\nThe art of waiting<\/h2>\n